Pioneering Brand Storytelling with the Creation of a Global Content Lab

Making the evolution into a brand storytelling powerhouse by applying a newsroom mentality to traditional corporate communications.

The Challenge: In an effort to show—not just tell—what makes its brand unique, Johnson & Johnson decided to revamp its corporate communications strategy with the establishment of a brand newsroom. To transition into a Global Content Lab, Johnson & Johnson needed a solution that was powerful enough to support an increase in content development and distribution, stable enough to serve a market-leading company, and secure enough to manage all of its corporate financial documents.

The first time the Perfect Sense team demoed Brightspot, I asked if they had crawled into an editor’s head to build it. It was that intuitive.

With the help of Brightspot, Johnson & Johnson, which was once only synonymous with its brands, is a shining example of how heritage brands can execute a flawless digital transformation. Today, J&J continues to embrace Brightspot, with plans to deploy additional global corporate websites on the next-gen platform.